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Posts Tagged ‘Emma Armstrong’

GE Finds ‘World Firsts’ at the Ends of the Earth

BBDO New York‘s latest series for General Electric (almost) travels to the globe’s most  remote corners to remind viewers that the company isn’t just responsible for creating trivection ovens and six-second video loops.

With “World Firsts”, the agency uses three disparate stories of isolated communities to illustrate GE’s ability to bring the benefits of the digital world to those living on its margins.

The first spot in the series of three concerns the challenges of delivering medical technologies to one of Japan’s most remote inhabited islands:

After the jump, the second spot plays on the same outsider themes (while lightly referencing World Cup fever) in relaying the tale of a young boy’s first big trip and his love of all things football.

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BBDO NY Crafts Flights of Fancy for GE’s ‘Childlike Imagination’

If you’ve been watching the 2014 Sochi Winter Olympics at all, chances are you’ve seen the above spot for GE by BBDO New York.

The 60 second spot, “Childlike Imagination,” portrays GE’s range of individual businesses (turbines, aviation, 3-D printing, and others) through the imagination of the daughter of a GE employee. Its artful approach marks a departure from previous GE campaigns, which tended to focus on just one of these businesses. This change of approach works well for GE. The girl imagines “underwater fans that are powered by the moon,” “airplane engines that can talk,” “hospitals you can hold in your hand,” and “trains that are friends with trees.” The imaginative concept makes for a fun, visually interesting effort designed to capture your attention. Stick around for credits after the jump. Read more

GE Goes ‘Back to the Future’ for New Ad That Will Spawn Dozens of Similar Headlines

It seems like there’s an awful lot of Back to the Future nostalgia invading the Internet these days, with posts about the series on sites like Reddit leading to listicles about the trilogy on nostalgia-aggregators like Buzzfeed which then go viral on Facebook and eventually find themselves on large emails your mom sends to her friends and CC’s you on for some reason. And, what with it being 2013 and all,  where advertising campaigns are becoming increasingly informed by memes, we get GE and BBDO NY using the “1.21 gigawatts” thing to sell you technology or something. Where we’re going, we don’t need roads to perdition; we just fly there through space and time.

And yet, nostalgia has a way of endearing you to things in a way totally out of your control. Call it manipulation, call it “effective advertising” using one of the oldest tricks in the book. Any way or slice it, it’s hard as even a casual fan of the series not to get a little giddy when you see what are ostensibly Marty McFly’s Nikes pop out of a souped-up Delorean. While Pepperidge Farm dares us to remember a time when people died of dystentary and snakebites like in Oregon TrailBack to the Future‘s original audience has aged to the point where brands see the 1980s as a way to get consumers on board 30-something years later.

In fact, I hope this becomes a whole campaign where GE powers David Bowie‘s castle from LabyrinthE.T.‘s glowing finger, and the computer from Weird Science. And, though it wouldn’t make much sense, maybe Michael J. Fox could narrate those spots too. Maybe in another 30 years, GE will power the ships from Avatar and Robin Thicke can provide us with his own deep-voiced VO. Trust me, it will make sense by then. Credits after the jump.

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BBDO NY Resurrects Agent Smith for Latest GE Effort

Has it really been ten years since The Matrix: Revolutions tarnished the Wachowskis’epic saga? Time flies, but while we’d rather forget the third and final Matrix installment, we’re happy to once again see Hugo Weaving as the relentless Agent Smith, whose dapper yet menacing visage appears along with several doppelgangers in this latest effort from BBDO New York for GE called “Agent of Good.”

The spot, which was directed by David Gordon Green (Pineapple Express), debuted over the weekend and showcases GE’s industrial internet technology and how the corporate giant connecting its medical hardware to its software is benefiting hospitals–or something to that effect. Despite being a decade removed from the Matrix films, Weaving shows no signs of rust as he brings the snarl of his most iconic character to the most sterile of environments. Stick around for the final moments for your most obvious Matrix reference, minus Morpheus. Credits after the jump.

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All-Star Robo-Team from Old School Ushers in New School in Latest GE Spot

If General Electric’s “Brilliant Machines” campaign was a movie, the brand’s “Robots on the Move” commercial would only be a teaser trailer. Although it’s full of intrigue and suspense, the ad fails to actually promote anything other than pop-culture nostalgia.

BBDO New York and GE teamed up for the sixty-second spot, which premiered on Thanksgiving and was directed by Jonathan Dayton and Valerie Faris, the husband/wife duo who helmed feature films such as Little Miss Sunshine as well as several music videos including Smashing Pumpkins’ “Tonight, Tonight.” The pitch itself is clever: famous machines looking for new, powerful machines that will make the world better. If we were to grade the effort, we’d have to say incomplete. What are these revolutionary machines? Do they look any different? How will they make the world a better place? Will they cost less than the retail price of an iPhone?

Regardless, sci-fi geeks across the country won’t be able to hide their vinegar strokes. Star Trek fanatics will appreciate a Data sighting. Props on including K.I.T.T. as well, but GE needs to follow up this style-over-substance spot with something concrete—a fridge, a washer, anything that isn’t swiped from an 80’s TV show. The knockoff Avicii soundtrack is pretty fresh, though. All that’s missing is some Hasselhoff. Credits after the jump.

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